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𝗛𝗼𝘄 𝗱𝗶𝗱 𝘁𝗵𝗲𝘀𝗲 𝗜𝗜𝗧 𝗕𝗼𝗺𝗯𝗮𝘆 𝗮𝗹𝘂𝗺𝗻𝗶 𝗯𝘂𝗶𝗹𝗱 𝗮 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘁𝗵𝗮𝘁 𝗱𝗶𝗿𝗲𝗰𝘁𝗹𝘆 𝗰𝗼𝗺𝗽𝗲𝘁𝗲𝘀 𝘄𝗶𝘁𝗵 𝗠𝘆𝗻𝘁𝗿𝗮 𝗮𝗻𝗱 𝗔𝗺𝗮𝘇𝗼𝗻? It's about bewakoof :) Founded in 2012, headquartered in Mumbai, India, Indian direct-to-consumer (D2C) fashion brand targeting young consumers, known for trendy, quirky, and pop-culture-inspired apparel. Prabhkiran Singh (CEO) and Siddharth Munot (both IIT Bombay alumni) founded the company. Prabhkiran Singh previously experimented with businesses like "Khadke Glassi" (a lassi business). Started with customized and slogan-based T-shirts for college students, selling directly to consumers via its website and app, cutting out middlemen to improve margins and control pricing. Strong presence on Instagram, Facebook, and influencer marketing, leveraging a community-driven approach with over 6 million social media followers. Official merchandise collaborations with Marvel, DC, Disney, and Bollywood helped establish a strong brand identity and increase customer engagement. Targets the price-sensitive Indian youth market with affordable pricing, offering T-shirts starting at ₹299, and owns its production to maintain quality and cost efficiency. Built a customer base of over 10 million registered users, with 80% of revenue coming from repeat customers, showcasing high brand loyalty. Generates a significant portion of sales from its website and mobile app, reducing reliance on third-party marketplaces like Amazon and Flipkart. Funded by IvyCap Ventures, Investcorp, and Spring Marketing Capital, raising over ₹200 crore ($25M+) in funding to fuel growth and expansion. Expanded product categories beyond apparel to include mobile covers, accessories, and footwear, increasing average order value and customer retention. Revenue growth reached ₹200+ crore ($25M+) by 2022, with plans to scale to ₹1,000 crore ($120M) revenue in the coming years. Faces competition from Myntra, Amazon, Ajio, and other e-commerce players, but differentiates with unique designs, fast product launches, and strong brand recall. Challenges include scaling logistics, maintaining quality with rapid product expansion, and staying ahead of fashion trends in a highly competitive market. Focuses on expanding product lines, improving technology, increasing customer engagement, and leveraging data analytics to personalize shopping experiences. Follow vishakha Jangir for more such business insights.